an alliance strategy that works
DESCRIPTION
A strategy for successful alliances between systems integrators and technology firms.TRANSCRIPT
Copyright 2004 Tom O’Dea © All rights restricted
An Alliance Strategy That Works
Teaming Systems Integrators and Technology Vendors
Tom O’Dea
Copyright 2004 Tom O’Dea ©All rights restricted
Agenda Vision Multi Tiered Executive
Sponsorship Principles of
Engagement
Joint Value Proposition
Quantifying Success
Copyright 2004 Tom O’Dea ©All rights restricted
Selecting a Partner
Partners Open new markets Accelerate the sales
cycle Create new
efficiencies
Copyright 2004 Tom O’Dea ©All rights restricted
What Makes a Strong Alliance?
Cultural Compatibility
Shared VisionWillingness to
ChangeGoalsActive
Management
Copyright 2004 Tom O’Dea ©All rights restricted
The Vision Thing
“Vision is the art of seeing the invisible.”
Jonathan Swift
Copyright 2004 Tom O’Dea ©All rights restricted
Three-Tiered Alliance Strategy
Executive•Vision
•Message•Competency
Industry / Region•Go to Market Plan
Account / Client•Joint Sales Plan Development
Copyright 2004 Tom O’Dea ©All rights restricted
Executive (Tier I) Vision
Strategy
Product
Copyright 2004 Tom O’Dea ©All rights restricted
Divisional (Tier II) Linkage of verticals
and regions GTM Plan The Broad Vision is
tailored to local market conditions
Copyright 2004 Tom O’Dea ©All rights restricted
Account/Client (Tier III)
Create joint account plans
Joint Value Proposition
Specific Measurable Goals
Copyright 2004 Tom O’Dea ©All rights restricted
Three-Tiered Alliance Strategy
Executive•Vision
•Message•Competency
Industry / Region•Go to Market Plan
Account / Client•Joint Sales Plan Development
Copyright 2004 Tom O’Dea ©All rights restricted
Executive•Vision
•Message•Competency
Industry / Region•Go to Market Plan
Account / Client•Joint Sales Plan Development
Executive•Vision
•Message•Competency
Industry / Region•Go to Market Plan
Account / Client•Joint Sales Plan Development
Three-Tiered Alliance StrategyYour Firm Your Partner
Copyright 2004 Tom O’Dea ©All rights restricted
Executive (Tier I) Deliverables
Deliverables Define Product Principles of
Engagement Escalation Plan Executive
Sponsorship Periodic Review
Copyright 2004 Tom O’Dea ©All rights restricted
Principles of Engagement We engage early in the sales cycle We have open and honest communication We are preferred partners in the selected accounts
and market segments, meaning: We commit to win together or lose together We have a non-compete agreement
We have a partnership agreement in place and execute accordingly
There is executive sponsorship and an escalation process
We invest in each other's organizations in line with our ambition level
Copyright 2004 Tom O’Dea ©All rights restricted
An Escalation ProcessOverall Overall
ExecutiveExecutive
SponsorsSponsors
Overall Overall
ExecutiveExecutive
SponsorsSponsors
Initiative Initiative
DriversDrivers
Initiative Initiative
DriversDrivers
Sales Mgmnt/Sales Mgmnt/
Alliance Alliance
ExecsExecs
Sales Mgmnt/Sales Mgmnt/
Alliance Alliance
ExecsExecs
Account Mgr./Account Mgr./
Client Svc Client Svc
PartnerPartner
Account Mgr./Account Mgr./
Client Svc Client Svc
PartnerPartner 48 Hours
48 Hours
48 Hours
HQ Allia
nce Function
HQ Allia
nce Function
HQ Allia
nce Function
HQ Allia
nce Function
Copyright 2004 Tom O’Dea ©All rights restricted
Divisional (Tier II) Deliverables
Go To Market Plan Target
vertical(s)/geographies (Initiatives)
Joint Value Proposition
Sponsorship
Copyright 2004 Tom O’Dea ©All rights restricted
Account(Tier III)Deliverables
Deliverables Joint Account Plan Joint Value Proposition (client specific) Specific Measurable Goals
Copyright 2004 Tom O’Dea ©All rights restricted
Structuring the Joint Value Proposition
1. Client/Buyer•bigger solution•Faster ROI
2. SI Consultant•Net new bookings•Impartiality
3. IT Sales Team•Accelerated sales cycle•Better hit rate•Control
Joint ValueProposition
Copyright 2004 Tom O’Dea ©All rights restricted
Measuring Success Sales/business
development heads Sales support heads Overall & dedicated
implementation experts
Bookings & Revenue Pipeline Reference accounts
Copyright 2004 Tom O’Dea ©All rights restricted
What Works 3 Tiered Strategy Principles rather than
Personalities Executive Sponsorship Joint Value Proposition Active Alliance
Management Quantifiable Targets Regular Review
